Serendib Flour Mills enters retail market

Serendib Flour Mills (Pvt) Ltd, manufacturers of the 'Seven Star' brand of flour entered Sri Lanka's retail market with the launch of four of its variants.

Serendib Flour Mills (Pvt) Ltd CEO and Director Sathak Abdul Kadar said, "In May this year we celebrated our third anniversary of operations in Sri Lanka and thereby three successful years of "nourishing the nation" with an uninterrupted supply of quality flours to Sri Lankan consumers and the industry.

"Our entry into the retail market is a promise we made to the Sri Lankan consumer and which has now come into fruition," he said.

Consumers throughout the country will henceforth be able to avail themselves of the wholesome nourishment of Household Wheat Flour, Wholemeal Flour and Atta Flour in one kg packs and, Semolina in a 500g pack.

"SFML goes on record as being the first flour company in Sri Lanka to launch value added products such as Wholemeal Flour and Atta Flour. Health conscious Sri Lankans are fast moving towards more natural and healthier food products," he said. "Our Atta Flour is very high in nutrition and yet the most economically priced flour in the retail market. Its high bran content makes it a fibre rich food which can easily be digested by both young and old", Sathak said.

"We have constantly worked very closely with the All Ceylon Bakery Owners' Association of Sri Lanka in identifying the needs of the industry in a bid to serve them better. Since our launch we have conducted a series of technical workshops for Bakers Islandwide and shared with them the latest baking techniques. We are thus confident of the success of these flour products in the local market," Sathak added. A member of the Al Ghurair Group of Companies, Dubai, UAE, Serendib Flour Mills Pvt Ltd launched operations of its US$ 56 million, state-of-the-art, 1000 tons per day single-line capacity wheat flour mill in the Port of Colombo on May 26, 2008.

With it came the promise of an uninterrupted supply of quality wheat flour and benefits of a healthy competition to Sri Lankan consumers and the industry.

SFML's parent company, the Al Ghurair Group of Companies, Dubai, UAE has over 20 varieties of flour in its portfolio. Among them is a unique product - Diabetes Flour. Plans are currently underway to launch some of these new variants to Sri Lankan consumers in the near future.

Untouched by human hands, Seven Star is produced from the most appropriate wheat sourced from the golden wheat fields around the globe with the expertise of an experienced and qualified staff.

Due to its strategic location in the Port of Colombo, the mill is in an enviable position to offer best quality wheat flour to the Sri Lankan consumers and industry faster, supported by a star class customer service.

The launch was held under the patronage of International Monetary Co-operation Minister Dr. Sarath Amunugama, and Co-operatives and Internal Trade Minister Johnston Fernando, Chairman Al Ghuriar Foods Dubai, Essa Al Ghurair and several other VIPS.